Created by Adept Media, the campaign is targeted at television consumers with limited access to the Internet and non-Internet savvy audience
BestMediaInfo Bureau | Mumbai | May 29, 2015
DEN Snapdeal TV-Shop has rolled out its first ever marketing campaign, titled ‘Kal Ki Wish Aaj Pao – Phone Uthao Khushiya Mangao’.
The 360-degree campaign is targeted at television consumers with limited access to the Internet and non-Internet savvy audience. These consumers most often miss out on great deals that brands offer across e-commerce portals. The campaign has been created by Adept Media and began airing across channels in Punjab from May 19, 2015.
The marketing campaign targets Punjab, Karnataka, Maharashtra, Delhi, West Bengal and Gujarat and pushes its message through TV, print, outdoor, radio and social media.
The ad conveys the campaign message through the narrative of middle-aged Sharmaji’s beliefs and how he gets over them. Like majority of Indians, Sharmaji believes in saving for a rainy day and postponing buying decisions, a lesson that was passed on to him by his father. So when his wife asks him to replace her broken sandals or his son asks his father for a new cycle because the one he has is broken, Sharmaji promptly hands over a gullak (piggy bank) to them, asking them to save. This goes on till his exasperated wife turns on the DEN Snapdeal TV-Shop channel which offers fabulous deals on different items. So, Sharmaji has an epiphany and begins making purchases for his home and family.
Maneesh Goel, CEO, DEN Snapdeal TV-Shop, commented, “We’re all bargain hunters who have been taught to start saving up from a very young age. As kids, we were given pennies to be put in a piggy-bank or a gullak to save for the rainy days. With this simple and relatable plank, the integrated marketing campaign hopes to connect with our target audience in an entertaining and quirky way.”
He further said, “As human beings, our inherent nature is to save. The future is so important that ‘today’ gets lost in the plans we make for tomorrow. Gullak is symbolic of ‘postponing happiness’. Through this TVC, we try and replace the gullak and shop for present to fulfill your aspirations. We are telling people to not postpone their happiness, but instead shop on DEN Snapdeal TV-Shop and get the product they desire today.”
Vandan Chopra, CEO, Adept Media, added here, “We wanted to ensure that the idea was geography agnostic and did this medium justice. The central theme of our campaign came from the simple insight that no matter how much we crave happiness, we usually end up postponing it with the hope to find a better deal in the future. ‘Don’t postpone your happiness, buy now’ addresses the main challenge of building the urgency of sales conversion which is the basic premise of the offering.”
As per note issued, DEN Snapdeal TV-Shop is growing at an accelerated growth rate of around 50 per cent month-on-month and is targeted to reach Rs 500 crore by December 2015 with a reach of 80 million households. The rise in disposable income of people in the tier-2 and tier-3 cities is further giving a boost to the category.
Creative agency: Adept Media
NCD: Vandan Chopra
Creative team: Manish Kinger, Sangeeta Subramanium
Account Management: Nidhi Dangayach, Sangeeta Karanjai
Director (of the film): Ishwar Singh Muchhal
Producer: Sumit Sabarwal
Production House: Mass Entertainment
DEN Snapdeal TV-Shop Brand Team: Akash Sharma, Satyaprem Upadhyay